If however you have a good budget and need to see immediate results then Pay Per Click (PPC) may be the best way to go, it will send visitors to your site from day one and with the statistics packages available you will be able to see the ads that resulted in conversions and the ones that were ignored by visitors.

This brings us to another important down side of PPC and that is that Ad blindness is worse than ever Comscore, the marketing research company shows that 16% of Internet users are responsible for 85% of all ad clicks on the web, so the vast majority of visitors from your PPC ads may well have clicked before, this may not be a huge problem if the sales levels are good but it is a disturbing trend.

Pay Per Click is a great way of getting an instant boost for your company, getting the traffic in through the doors when the site is new so that you can test to see how popular the products or services you are selling are going to be, using relatively mall amounts of just a few hundred pounds you will be able to gage if people are interested in what you are promoting.

Once you know they are interested you can begin your marketing in full force, increasing your Pay Per Click budget and bringing in SEO for the site, Search Engine Optimisation is a longer term strategy than the PPC, but it does have the advantage of continuing to run even when you have stopped paying for it, although if it is stopped prematurely in a competitive market you can see the good positions drop quickly.

You are a little limited with the terms you can promote for with PPC as budget is always a concern, but with SEO you can promote for as many phrases as you like and you will find you are being found for phrases you did not even know were of interest to your visitors.

Rather than using PPC or SEO you should be using a combination of the two so that they complement each other as you move your marketing efforts forward, testing new markets with the PPC and promoting your site into the profitable niches using SEO.

You can spend vast amounts on a TV or magazine advert and find that it has a negative impact on your business because the audience didn’t react in a positive way towards your message.   The other thing is how can you measure the effectiveness of the advertising.  A magazine can say they have 500,000 readers a week but there is no guarantee that those readers are going to see your quarter page advert.  A direct mail campaign may deliver your flyer to around 80,000 homes but how many of those flyers will make it any further than the bin?  There is no real way to measure the effectiveness of your advert.

With search engine optimisation and PPC you are bringing your product to the customer rather than trying to bring the customers to you.  What I mean by that is there is already a demand for the product or service you’re offering and you are simply bringing your product to the customers attention by putting it in front of them.  In theory it should be easy to sell your product or service.

The other advantage of SEO and pay per click is that you can see exactly how many people have come through your online advertising, if it converted to a sale and at what point they left your site.  You can even see which key phrases your website was found for and whether the PPC or organic SERPs brought in the customer.  All of these things can not only show how effective your SEO and PPC have been they also allow you to improve your advertising.

You may have found that you are getting a lot of people clicking on your sponsored links but it is not resulting in sales.  This could be for a number of reasons either your advert isn’t descriptive enough or your prices are higher than the potential customers expectations.  This means you can perform split testing and try different adverts perhaps one with a price in would detract those customers before they click on your link saving your advertising budget.

The truth of the matter is that the best way is to combine a number of marketing techniques together as this will help build brand awareness.  That said any business that is looking to trade online would be foolish to not use SEO and PPC to promote their website online. 

This to me makes perfect sense, if the number of people looking to buy your product decreases then you should look to capture the majority of those people.  This can be easily done combining SEO with PPC.  The reason this works is because some search engine users like the sponsored PPC advertising while others prefer the organic listings.  Therefore if you are at the top of the organic SERPs and have a good PPC position then you are more likely to capture the people looking for the product and now you just have to convince them to buy.

The other side of the coin are the businesses that look to either decrease their PPC and SEO marketing budgets or to cut the work out completely.  This makes no sense to me as good SEO work will deliver potential customers straight to your door and if you can’t sell your product or service once they arrive at your site then the problem must lie elsewhere.  It could be that your site is suffering from a lack of usability, it could be the website design that is putting people off or your product, service or sales staff are not up to standard.

Either way some businesses may be able to ride out the storm by simply tightening the purse strings and making cuts but many will meet a sad and untimely end.  It is always the pro active businesses that make increases rather than making cuts that survive to become bigger and better companies while their competition get left behind.        

The company must be registered with the gaming commission and be able to provide a valid operating license number

To apply to advertise online gambling with Google AdWords, you will need to:

Google has sent the following guidelines

• Create a new Google AdWords account solely for your gambling campaigns (this applies to both new and existing advertisers).
• Fill in the application form and legal declaration. Please be sure to submit your new AdWords Customer ID, located at the top of any of your account pages.

To ensure the quick progress of your application, fill in all of the requested information. We will review your request as quickly as possible and let you know whether we were able to approve your application or not.

This is following a review of the legal and cultural attitudes to gambling in the UK say Google, we wait to see what effect it will have on the PPC industry as a whole.